Discourse analysis of gender stereotypes in Croatian TV commercials

Kegljen, Kristina. (2017). Discourse analysis of gender stereotypes in Croatian TV commercials. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of English Language and Literature. [mentor Grubišić, Marina].

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Abstract

In this paper the author examines the presence of gender stereotypes in TV commercials specific for Croatia’s market and to what extent those roles that are given and imposed shape the cultural and gender reality in Croatian society. The author uses the method of discourse analysis in order to establish relation between gender relevant phenomena visible in TV commercials and those that pertain to social fields, but also to understand the extent to which the moods, opinions and actions of the people are dominated by the content seen on television. The paper tries to provide the link between the groundbreaking research by McArthur and Resko from 1975 on the gender related TV content and today’s TV content in advertising which refers to men and women, but also to give insight into relevant theoretical thought which goes much deeper into gender structures. It seems, however, that the advertising content today in terms of gender perspectives has not changed much from the period of 1975 and the author tries to provide perspective on social obstacles that disabled gender liberalism to become crucial part of contemporary advertising culture.

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